At SXSW this year, our CEO Ben sat down with IBM iX to talk events — everything from what makes for impactful experiences, to how to connect with your audience, and why data is an essential component to any event strategy.
The interview is part of IBM’s thinkLeaders series, which explores data-driven leadership and innovation across different industries. Since SXSW is one of the biggest weeks of the year for events, it’s only fitting that the episode focuses on how data plays a role in every stage of an event’s lifecycle. Amanda Thurston, Marketing Services Leader at IBM iX, asks Ben some questions that you might not have even realized you were wondering.
He runs through how Splash got to where it is today, why events should be a part of every company’s marketing strategy, and how data tracking and measurement can impact not only ROI, but your attendees’ experience as well. He even gives his take on what the biggest trend in event planning will be this year. Hint: it’s probably not what you think.